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The Challenge
A relatively well-known textile manufacturing brand needed to grow market share to increase enterprise value, positioning the brand for private equity acquisition within 3 years. The brand needed to quantify the unaddressed market and model the cost to secure it. With high brand awareness but relatively low share of voice, and without infrastructure or capabilities to assess transformation, little customer experience data was available. And the current sales model was dependent on third party collaborators and multi-line sales representatives, which increased opacity and complexity.
Insights
To quantify expansion opportunity, Arcalea evaluated the competitive landscape, the brand’s relative position, digital assets, and infrastructure. Assessment presented immediate actions and recommendations for increases in revenue, the potential to increase actionable data of the customer experience, relevance and visibility, and increasing new customers. In addition, the opportunity existed to model a real-world counterfactual assessment which could prove the model exactly.
Customer acquisition modeling identified underdeveloped market opportunities within current sourcing, and additional untapped sources. Competitive keyword analysis revealed an opportunity to drive organic search rankings. Ad space analysis uncovered multiple channels available for customer acquisition as well.
While limited digital advertising was deployed prior to the initiative, it was uninformed by the competitive ad space or driven by strategic focus or tied to goals. Online advertising was redeployed and aligned with keyword research and channel-based tactics to reach competitor and non-category customers. Arcalea recommended capturing multi-point customer data and began by tracking conversions, tying marketing efforts to new customer acquisition.
Reaching a larger market required conditioning the website to match customer search intent most aligned with the brand’s value proposition. Over 60% of the addressable market present in the ad space was lost to rank alone. Raising the site and page-level relevance would capture this customer pool for no additional advertising spend. Moderate structural and content changes, such as automated meta-data tailoring across thousands of pages, as well as page keyword placement, ensured website signals correlated with customer search intent, connecting new users to the brand at a higher rate.
After transformation of the digital approach, the additional market share gain was connected to the measurable analysis-driven tactics. Using the brand’s sister domain as a control, Arcalea was able to compare a counterfactual analysis, quantitatively measuring ROI directly attached to actions and recommendations. As a result, new site visitors would increase from 178,000 to nearly 1 million annually with continued online advertising and site content updates.